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Viasat retailer marketing guidelines—Version 1.0, December 2017 For more information contact [email protected] 1

Retailer marketing guidelines

Version 1.0

December 2017


Table of contentsRETAILER GUIDELINES 3

General information 4

Co-branded material 5

Online guidelines 6

Online content and design 7

Social media guidelines 9

VERBAL IDENTITY 11

Writing conventions 12

VISUAL IDENTITY 16

Logo & other elements 17

Color 24

Type 28

Graphic motif 34

Imagery 40

PRE-APPROVED MATERIALS & CONTACT INFO 42


Retailer guidelinesWe’re glad to have you as an official retail partner for Viasat Internet. In this document, you’ll learn how to best represent the Viasat brand. That includes everything from tips on managing your social media account to which colors say “Viasat.” We’ll also clearly explain what is and is not allowed, so you’ll know how to stay in compliance with Viasat.

Thanks for your continued partnership. If you have questions, don’t hesitate to contact your Viasat representative.


Retailer guidelinesGeneral information

Viasat, Inc. (“Viasat”) reserves the right to revise these Viasat Retailer Marketing Guidelines (the “Guidelines”) at any time, without notice. You, the retailer (“Retailer” or “you”) may make use of the Guidelines solely for the purpose of fulfilling your obligations under the Dealer Agreement. Your use of Viasat trademarks, service marks, Viasat logos and Exede logos (the “Branded Marks”) must strictly adhere to these Guidelines and the Dealer Agreement. Any other use of the Branded Marks is strictly prohibited, unless Retailer has received independent written authorization from Viasat for such use.

The Guidelines alone do not provide any authority to use, in any manner, the Branded Marks or any other intellectual property of Viasat. All rights in Viasat intellectual property are strictly reserved and are granted only through the Dealer Agreement or other written contract executed by Viasat. No Retailer shall acquire any right in the Branded Marks, nor shall any Retailer file applications for any mark consisting of, comprising or confusingly similar to the Branded Marks.

Download pre-approved retailer sales materialsPre-approved logos, print ads, direct mail pieces, radio ads, point-of-purchase displays and more for the Viasat services are available on the Retailer Support Portal. Please type the following address into your Web browser: http://marketing.viasatretailersupport.com

Build your own pre-approved sales materials on the Viasat ad builderIf you prefer a more customized advertising message for the Viasat service, use the Viasat Ad Builder and choose from several pre-approved creative options, including newspaper ads, postcards, yard signs, door hangers and custom event merchandise. https://www.armstrongpps.com/viasat

Clothing, marketing collateral, and event materials To purchase pre-approved marketing materials, brochures, event kits and Viasat swag, visit https://store.viasatretailersupport.com. Your co-op accruals may be used on many of these items.

Key contacts & approvalsUsage of Viasat brand materials (beyond pre-approved pieces available on the Retailer Portal) must be expressly approved in writing by Viasat in advance. In addition, you must also obtain prior written approval from Viasat before approaching any media outlets about a story containing information about Viasat or Exede.

For information and approvals, please email [email protected].


Retailer guidelinesCo-branded material

We have posted on the Retailer Portal the marketing materials that are used most often. Parameters and specifications will vary depending on locations, but the general rules will apply to any format. Advertising materials for Viasat Internet may be customized in keeping with these guidelines, but must be submitted for approval prior to first use.

For help creating custom materials, visit ViasatRetailerSupport.com to find a preferred marketing vendor.

If you do create custom materials, you must contact us for approval at [email protected].

Referencing the category:In copy, refer to the category as satellite internet or satellite broadband.

Use of Viasat in text:In body copy or text, Viasat should appear with a capital V. The name should be “Viasat Internet” not “Viasat Broadband”.

Speed claims & comparisons:Viasat offers fast satellite internet service. However, it is important not to over-sell, over-promise or misrepresent the Viasat service. For example, do not use superlative statements such as “fastest” or “highest-rated.”

Referencing unlimited data plans:Viasat does not offer unlimited plans; Viasat offers unlimited data plans. All references to “unlimited” must be followed by “data”.

Legal disclaimersEvery marketing piece must include all necessary legal disclaimers. As a general guide, we have provided a list of common disclaimers on Marketing.ViasatRetailerSupport.com. Simply click on

“Brand Assets” in the left-hand navigation and you’ll see a link to common advertising disclaimers. This list does not include all necessary disclaimers. Viasat may require you to modify or add additional disclaimers for customized promotions. You must contact Viasat for approval of any customized materials. Contact [email protected] for approval or questions regarding which disclaimers to include.


Retailer guidelinesOnline guidelines

This Online guidelines section applies to a Retailer’s online presence, including any websites, mobile sites, advertisements, display banner assets, search terms or results pages, blogs, social media pages, hosted landing pages, customer/vendor portals, mobile apps, or any other electronically accessed destination. If Retailer is contacted by Viasat regarding its online content, Retailer must respond to Viasat within two business days and rectify any issue within two business days (or other mutually-agreed-upon timeframe).

Domain name usageRetailers may not use any of the Branded Marks or any misspellings of the Branded Marks in the construction of URLs for any of their online presence. This includes top-level domains and subdomains. For Retailers who have already acquired URLs that include Branded Marks, the Retailer must cease usage of the URLs, transfer website content to new URLs and assign the ownership of the URL(s) that include Branded Marks to Viasat. Except, Retailer may continuing using URLs with Branded Marks if Retailer has licensed the URL(s) from Viasat and Viasat has approved of Retailer’s usage in writing.

Your online presence may include the Viasat Branded Marks as file names or as part of the directory structure. You may never use the Viasat name as any part of a URL.

Examples:

Allowed: www.smith-satellite.com/viasat

Not allowed: www.smith-satellite-viasat.com viasat.smith-satellite.com www.smith-satellite-exede.com wildblue.smith-satellite.com www.viasat-exede.com www.viasat-offers.com

Retailers must notify Viasat in writing (by sending an email to [email protected]) of all URLs that promote or sell Viasat services. Retailers must notify Viasat within 10 days of any new URLs that they use to sell Viasat services.

Retailers are limited to a maximum of three unbranded domains to sell Viasat products.

Managed retailer website programBeginning in January 2018, dealers may choose to participate in the Viasat Managed Retailer Website Program, in which Viasat provides content for the dealer website(s) and ensures accurate representation of Viasat marks and Viasat Internet plans. Contact Viasat for more information on this program. Monthly service fee, terms and conditions and restrictions apply.


Retailer guidelinesOnline content and design

Retailers’ online presence must include the “Viasat Authorized Retailer” logos provided by Viasat. The “Authorized Retailer” logo(s) must reside on the upper right-hand corner of every page where Retailer is referencing the Viasat service. If the particular online presence does not allow for the placement of the “Authorized Retailer” logo on the upper right-hand corner of the page, then Retailer shall provide text clearly visible on the page stating that Retailer is an “Authorized Viasat Retailer.”

The site must clearly identify the Retailer’s name, location and contact information. The site must clearly state that it is not owned by Viasat, but rather, an authorized retailer of the Viasat Internet service.

Retailers must clearly state that they are a retailer for Viasat branded services in the footer section of all of the website’s pages. The following language should be used (replace ABC Satellite with Retailer company name):

ABC Satellite is an authorized retailer of Viasat Internet services and related customer equipment. Viasat and Exede are trademarks and service marks of Viasat, Inc. Some content on this website may be copyrighted by Viasat, Inc.

All custom website content pertaining to Viasat services is required to be pre-approved in writing by Viasat to ensure all descriptions, features, and competitive comparisons comply with Viasat’s policies.

Organic search Viasat reserves the right to request adjustments from Retailers in order to position Viasat’s web pages on top of Retailers’ web pages in organic search results. Retailer websites may be optimized for the purposes of search engine optimization (SEO) as permitted in this policy, and must use industry best practices.

All Retailers participating in SEO are required to follow the following guidelines:

1. Backlinks must be valid and relevant to Viasat and its products.

2. Website content must be relevant and unique, not copied and pasted from any other web properties.

3. Blackhat tactics are strictly prohibited, including, but not limited to, unrelated keywords, keyword stacking/stuffing, tiny text, hidden text or links, bait and switch or page swapping, doorway or gateway pages, duplicate content or mirror sites, spam blogs, cloaking, content spam, link farms/spam, domain squatting, other practices of questionable methodology that attempt to “game” the system or misrepresent Retailer’s online presence in any way.

4. Websites must be submitted for approval prior to going live and are subject to random quality checks. Upon receiving notice from Viasat, website changes must go into effect within two business days.


Retailer guidelinesOnline content and design

EmailDealers may not use Branded Marks in the domain name of email addresses (the part after the “@” sign).

Dealers may use Branded Marks as the username of an email address (the part before the “@” sign).

Examples:Allowed: [email protected] [email protected]

Not allowed: [email protected] [email protected]

Paid search or pay per click advertising Dealers may not bid for search engine use of the Branded Marks or any misspellings of the Branded Marks without Viasat’s written approval. Please contact your Viasat representative for further information on this requirement.

Display advertisingPaid placement advertising can include Branded Marks in the creative or associated Viasat Authorized Retailer logos or images with prior approval from Viasat. This includes banner ads, retargeting ads, social ads, and mobile ads. All online graphical advertising requires prior approval from Viasat before placing the ads by submitting to [email protected].

Controversial and inappropriate websites need to be excluded from display placements including websites associated with “retargeting” efforts.

Dedicated ordering channelIf the Retailer’s website collects information pertaining to Viasat from visitors (whether the visitor is seeking information about Viasat, attempting to order the Viasat Internet service, registering on a waiting list or any similar activity related to Viasat’s services), the Retailer may not respond to the visitor with information about another internet service or direct the visitor to any other site or retailer that may attempt to sell another internet service.

Response to visitor inquiriesDealer must respond to site visitor questions and requests regarding the Viasat Internet service in a timely manner (ideally within 2 business days) and through personal (not solely automated) contact.

Links to customer agreement & Viasat policiesIf Retailer provides Viasat’s Customer Agreement and policies such as the Acceptable Use Policy and the Data Allowance Policy on its website, the website must directly link to the actual, current saved version of these documents at exede.com/legal or Viasat.com/legal, as applicable. Retailer may not use old PDF versions of these documents.

Privacy policy and securityDealer’s site must state its privacy policy and implement and maintain security mechanisms over the ordering process consistent with current industry standards.

Right to auditRetailer must allow Viasat to audit its website on a regular basis, and agrees to promptly correct (within two days) any noncompliance with these Guidelines.

Duping content & graphicsDealers may not copy designs, content, or graphics from any of Viasat’s online web presences including social media.

Service beam mapsFrom time to time, Viasat may provide Retailers with

“beam maps,” which display current Viasat Internet service plan offers based on the location of satellite beams. These maps are proprietary and confidential, and are not to be shared on any consumer-facing communications including websites.


Retailer guidelinesSocial media guidelines

Viasat strives to respond quickly to inquiries on social media. Social media is a great resource for customers, but also for Viasat as an internet service provider.

Interacting with Viasat’s social media channelsViaSat’s social media presence includes:

Twitter: @ViasatInc @ViasatInternet @AskViasat (Coming December 2017)

Facebook: Viasat, Inc. Viasat Internet

Instagram: @ViasatInc

LinkedIn: Viasat, Inc.

YouTube: Youtube.com/user/viasatinc

Retailers should not post their contact information or information about a sales event to any of Viasat’s social media sites without prior written approval. Retailers shall refrain from answering customer questions or comments on Viasat’s social media platforms unless asked to do so by Viasat.

If Retailer sees unfavorable opinions, negative comments or criticism about Viasat or its services on Viasat’s social media channels, they should not try to send a written reply, as this could escalate the situation. Viasat’s social media team will respond.

How to manage your own retailer accountThe Guidelines apply to all Retailer managed social media accounts including, without limitation, any of the following sites or extensions to any of the listed platforms.

Facebook® Twitter® Google+® LinkedIn®

YouTube® Instagram® Flickr® Pinterest®

Foursquare® Tumblr® Snapchat Reddit

Retailer’s social media presence may not use any Viasat Branded Marks, logos or images without proper representation as an “Authorized Viasat Retailer” and prior written approval from Viasat. Send all approval requests to [email protected].

If Retailers wish to post information regarding Viasat or Exede to any social media sites in an official (i.e., representing Viasat in any way) capacity, they must first contact Viasat for written approval.

We encourage all Retailers to use separate personal and professional social media accounts. If Retailers choose to engage in social media activities related to Viasat’s services as individuals (outside of their roles as Viasat Retailers), they must use a disclaimer such as this: “The postings on this site are my own and don’t necessarily represent Viasat’s positions, strategies or opinions.” Retailers will be held responsible for the content they publish, and must understand that anything posted may remain online forever.

Retailers shall be transparent at all times about their affiliation with Viasat. When discussing topics relevant to Viasat, they must use their real name, and state that they represent Viasat as an authorized retailer. If Retailer has a vested interest in something being discussed, the interest must be disclosed.

Retailers shall be professional and speak respectfully when making postings on social media sites. They should stick to the facts, give accurate information and correct mistakes immediately. They should not post obscenities, slurs or personal attacks that can damage their or Viasat’s reputation. They should also be cautious when providing opinions on any subject matter in social media.

Retailers shall not post any financial, confidential, sensitive or proprietary information about Viasat, its employees, customers, or the Viasat services. An example of confidential information would be a Viasat service “beam map.”


Retailer guidelinesSocial media guidelines

Naming your pageSocial page URLs and names may contain the branded term “Viasat” clearly labeled as “Viasat Authorized Retailer,” or a similar term, but must be accompanied by the Retailer name. Retailers also cannot imply they are the sole provider of Viasat Internet in a geographic area. For example:

Allowed: ABC Satellite – Viasat Authorized Retailer ABC Satellite – Elite Viasat Retailer ABC Satellite of Northwest Arkansas

Not Allowed: ABC Satellite – The best Viasat Internet Viasat Internet – Northwest Arkansas Elite Viasat Retailer near you

Retailers must submit all Viasat-branded names or URLs for approval prior to first use. Contact [email protected] for approval.

Paid social mediaIt must be clear that a paid social media ad is coming from the particular Retailer, and not Viasat. In the case where Viasat branding is used, the Retailer must clearly be identified as a Viasat Authorized Retailer. All paid social media campaigns need to be highly targeted with creative, messaging, landing pages, and placement pre-approved by Viasat. The landing page must supply relevant and accurate content for the visitor based on the ad.

Contact [email protected] for approval of paid social media.

Best practice recommendationsSocial media sites themselves are great resources to guide you in building a page. To get started launching a page and learning how to connect with customers, try these:

facebook.com/business twitterflightschool.com/login

In addition, here are a few recommendations from the Viasat team.

Make it your ownAs with your website, your retailer social media platforms need to be about YOUR business—your services, your location, your staff, the products you sell (including Viasat), etc. It’s an opportunity to tell YOUR story online in a more personal environment than a website offers. Remember not to make it too heavily Viasat branded to help avoid confusion.

Keep it fresh, relevant, & interactiveStick to posts that will interest your customers, whether it’s a few tips about satellite internet or advice on online security. Avoid posts that make more sense on your personal page, like a child’s birthday or the like.

Post at least 2 – 4 times a month to keep your page from looking stale. The more you post, the more engagement you can get from customers. If you don’t think you’ll have time yourself, assign it to one of your employees.

Here are a few post ideas: › Link to a PC Magazine article about internet security

› Post a snapshot of a particular scenic or interesting installation

› Quote a happy customer who sent you a complimentary note (ask for permission if you’d like to use their full name).

Go easy on the sales message. Having a social page is great to make your business discoverable on those platforms, but it may not be the best place for a

“heavy sell” since people are there primarily to connect with friends.

Respond to all consumers quicklyRespond to comments, negative or positive. If someone takes the time to post on your page, be sure to thank them or, in the case of a complaint, reach out to them. For negative posts, demonstrate your commitment to customer service by asking them to call you so you can help them right away. If possible, we suggest responding the same day. For help with customer complaints that you can’t solve yourself, reach out to [email protected].


Verbal identityVerbal identity is about crafting content that resonates with an audience. It’s a tool for understanding the needs of our readers and their perceptions—and a helpful playbook for balancing those needs with a personality that makes us, us. Our verbal identity combines these two facets—we’ll call them messaging (the what) and tone (the how)—to help our writing standout.


Writing conventionsConsistent style is the hallmark of a great brand. On the following page, we’ve compiled a non-exhaustive list of best practices around questions of style, formatting, and capitalization.


Writing conventionsGeneral rules

Company nameViasat is always treated as a proper noun, meaning it is capitalized in body copy. The “s” is never capitalized. It carries the same formatting as the copy surrounding it—which is to say, it is never formatted to mimic the logo, either in capitalization or font selection.

Viasat, Inc., our full name, is used for copyright statements, legal, and PR or IR documents, but not in marketing body copy. When the full name is used, include a comma between Viasat and Inc. Always include a period after Inc.

AP StylebookViasat follows the principles outlined in the Associated Press’ (AP’s) AP Stylebook in all press communications and for most business and marketing communication. Any modifications or exceptions to this are noted in the entries to the right. If you have questions not covered in the following section, defer to AP style.

TitlesWe’d like to highlight one important rule in the AP Stylebook: the treatment of titles. If the professional title precedes a person’s name, it is capitalized. For example, Vice President of Marketing Jane Doe. If the title follows the person’s name, it is not capitalized. For example Jane Doe, vice president of marketing.

Exceptions to the AP Stylebook for business and non-PR marketing communications include:

Headlines and sentence caseHeadlines and headings take sentence case, which means only the first word and any proper nouns should be capitalized. Special consideration will be given for instances where title case must be used for design preference or legibility.

Punctuation and hyphenationViasat uses the serial or Oxford comma in communications. This means that in a list of three or more items, we include a comma after every item, including between the second to last and the “and” that follows it. For example, “Our services are ideal for rural, suburban, and urban homes.”

We do not punctuate headlines unless we are using a question mark, or if the headline is constructed of two or more short sentences or fragments. For example,

“Welcome to a world of possibility” would not be punctuated, while “Possibility. Delivered.” would be.

Wi-Fi is hyphenated when writing about the specific technology, though the hyphen can be dropped in proper product names (e.g., Viasat WiFi Modem). In-flight is hyphenated. Email is not hyphenated.

Internet and technologyInternet is not capitalized; intranet, website, webcam, webcast, webinar, and webmaster are also lowercase. Avoid using web, web page, or web conference.

When writing out a URL, follow the spelling and capitalization of the official website. Do not use the http://www. protocol at the start of any internet address, except in reference lists. For example, our website would be written out in body copy as Viasat.com. Do not italicize URLs or email addresses.


MessagingIn-home users Audience profile

In-home usersIn-home users include those once receiving WildBlue or Exede service as well as new Viasat Internet subscribers.

While we have typically targeted “unserved” and “underserved” communities, we increasingly are able to offer an alternative to some “served” communities. VS-2 opens up opportunities to bring them more than just connectivity, including unlimited data plans and great service plan features.

Our audience profile and example messages demonstrate how we can communicate our always-improving plans.

Perceptions: A clean slateViasat carries little awareness with the in-home users audience, meaning our brand and service launches are a unique opportunity to build positive awareness for Viasat.

What they value: Speed—as part of a bigger storySpeed is important, but stats around speed aren’t our only proof-points. In-home users need to trust that we’re being upfront and honest with them, and that we understand what we bring to their lives. Time and again, three pillars of our messaging—speed, pricing practices, and availability—have been proven to capture the interest of potential customers so they take the next step in engaging with Viasat. Accentuate these attributes, particularly in direct-response materials.

What they do respond to: Making their lives better, easier, and more funMore than any other audience, in-home users are focused on WIIFM (what’s in it for me?). Messaging should steer clear of the underlying network technology (how we provide the service), and only reference technology the user might understand as a benefit (e.g., whole home Wi-Fi).

What we’d like them to know about Viasat: Airlines + MilitaryCreate halo associations around each Viasat business unit: in-home users are likely to positively connect the brand to in-flight experiences (e.g., direct usage); for U.S.-targeted messaging, references to serving our military servicemen and women can also create positive sentiment.

How our culture impacts them: A shared challenger spirit that drives serviceWe challenge ourselves to always do better for our customers, connecting the unserved in emerging markets and areas beyond the reach of terrestrial providers—and providing alternatives to DSL, cable, and wireless providers. In many ways, our customers are challengers, too, always looking for better options to connect.


MessagingIn-home users Messaging

Who we are & what we do What makes us unique

Viasat is a global communications company that believes everyone and everything can be connected. We find better ways to deliver connections with the capacity to change the world—on the ground, in the air, and at sea.

› Our network powers millions of high-quality connections for consumers, businesses, governments, and militaries around the world.

› We’re a team of fearless innovators, driven by our ability to redefine what’s possible.

› We have a history of delivering results built on bold promises—to our customers, partners, and shareholders.

We’re finding a better way (our innovation) › With Viasat, your internet hustles. From streaming live shows to broadcasting yourself on social media, to staying on top

of the news, everything you love to do online just got faster.

We deliver connections with the capacity to change the world (our impact) › Connectivity fuels your life—at home and when you’re away. Viasat keeps you connected on airlines and in cafes around

the world, so you can say goodbye to FOMO (fear of missing out), once and for all.

› Your internet service should set you free—not lock you in. Viasat’s multi-year price locks make the world more accessible than ever.

› Stream on. Our new internet service brings an end to satellite data caps—including video streaming. Available in select areas now, coming nationwide soon.

We’re here, there, anywhere (our global reach) › Viasat is available virtually anywhere you can see the sky nationwide. Powered by the world’s most advanced satellite fleet,

if you’re under the sun nationwide, it’s likely you can connect to Viasat. (Message reserved for active service markets)

› We make it easier to access the internet wherever you are: at home, on planes, and at hotspots—maybe even your local coffee shop.

› Whether you’ve been told you couldn’t get internet at home or you’re simply tired of your options, Viasat brings you connectivity—and the power of choice.

› Every room and every device in your home stays connected with Viasat whole-home Wi-Fi.

› We’re bringing you the fast, affordable, connectivity you need today—and always thinking ahead to deliver what you’ll want tomorrow. Our goal? To become the first truly global provider of high-quality internet.


Visual identityOur visual identity is a powerful set of tools for communicating our brand cleanly and consistently across all Viasat communications and experiences. In the following sections, we’ll introduce you to the core visual elements that help us create dynamic experiences that set us apart in the industry.


Logo & other elementsThe artwork for the Branded Marks must be used as set forth in these Guidelines with no changes, including but not limited to changes in the color or design, or removal of any words, artwork, or trademark or service mark symbols. Overall sizing may be proportionately reduced or increased as appropriate.

Inclusion of the trademark symbol (™): The trademark or service mark may be omitted where it cannot be legibly reproduced, such as in embroidery, or where it may not render correctly, such as in the text of an email.

The symbols in this section reflect the current status of the following marks:

› Viasat™ Internet

› Viasat™ Voice

› Viasat™


LogoComponents

Meet our new logo. It’s made up of two parts: a logotype that reads “Viasat” (please note that the “s” is lowercase) and a symbol we call the signal.

The logo shown here is the preferred version, and always features the exact color values shown below. While there are other versions of the logo, which we’ll introduce you to later in these guidelines, this piece of artwork is our go-to for applications.

Because they were designed to work together, it is important to avoid separating or altering Viasat’s logo components. A few special circumstances for using the symbol alone are discussed later in these Guidelines.

If you believe there is an application that requires adjustments to the logo, you must contact Viasat at [email protected].

The colors here are from our Viasat palette: Gray 1, Blue 3, and Green 3. For more information on our palette, check out the “Color” section starting on page 24. These three colors are just a few of those we have at our disposal for our visual identity.

Viasat in textWhen Viasat is used in text, it should always be typed in title case, with a capital “V.”

Note:Retailers may NOT use the “signal” by itself.

Green 3Blue 3Gray 1

Pantone 7546 C 36 M 0 Y 0 K 89 R 32 G 46 B 57 Hex #202E39

PMS Process Cyan C 100 M 0 Y 0 K 0 R 0 G 159 B 227 Hex #009FE3

PMS 382 C C 24 M 0 Y 100 K 0 R 190 G 215 B 51 Hex #BED733

Viasat logo

“Signal”

Logotype


Full-color gradient (preferred)

Full-color gradient (light photo background)

1-color Green 3 (Blue 1, Gray 1, Green 1 or Teal 1)

1-color White (dark photo background)

1-color White (color background)

LogoPreferred logos

Our preferred logo is always the full-color gradient version, applied to a white background or a light photo background. Please use this version whenever and wherever possible.

If you can’t use the full-color gradient for some reason, our second preferred logo is the 1-color Green 3 version, which can appear on Blue 1, Gray 1, Green 1, or Teal 1.

Finally, if neither the full-color gradient nor 1-color Green 3 versions is appropriate for your application, we have created a 1-color White version, which appears on a color background or dark photo background.


Elite Retailers

LogoSignature system retailer badges

The Authorized Retailer and Elite Retailer logos are for the U.S. residential internet retailers. These logos should be used in all instances mentioned in the Guidelines where they’re required—including on websites and social media.

The Authorized Agent logo should be used by business to business internet agents or partners who offer the Viasat Internet service.

Authorized Retailer Minimum sizing

Minimum sizing

Minimum sizing

AUTHORIZED RETAILER

AUTHORIZED RETAILER

AUTHORIZED RETAILER

Authorized Agent

AUTHORIZED AGENT

AUTHORIZED AGENT

AUTHORIZED AGENT

Print:.875 in

Digital:90 px

Print:.875 in

Digital:90 px

Print:.875 in

Digital:90 px


LogoSecondary and special usage

1-color Gray 1 (1-color use only)Full-color solid (preferred) 1-color Black (Newsprint use)

Gradients can be tough to reproduce, so we’ve created a secondary suite of logos for those “special occasions” where the preferred version won’t work. The full-color solid logo still features our colorful signal, but has been rendered in a way that is easier to reproduce on touchpoints like embroidery.

Our 1-color logos are used when color is limited. 1-color Gray 1 logo is for applications with a single color available, used on a light background; and a 1-color Black logo that can be used on touchpoints with no color reproduction, like newsprint. Use these sparingly and only when you’ve made sure that our preferred logos can’t be used.


LogoClearspace and minimum size

Clearspace is the minimum amount of breathing room we apply around a logo. In the case of Viasat, clearspace is determined by the height of the “V” in the logo you’re using. Don’t place any elements within this even border—which ends up being about 18% of the logo’s width—on the top, right, bottom, and left of the logo. You can also use the clearspace as a guide when placing the logo near the edge of an application.

To make sure the logo is always legible, we’ve also created minimum size guidelines. The logo should always be displayed at a minimum of 0.5 in / 13mm in print media and 66 pixels wide in digital media, with an additional 12 pixels of clear space around it.

Print:

0.5 in 13 mm

Digital:

66 px


Do not use the Viasat logotype without including the signal

Do not adjust the logo colors or use logo in colors not shown in this guide

Do not decrease the size of the signalDo not increase the size of the signal

Do not squash or stretch the logo Do not create new logo lockups. Contact [email protected] for special cases.

Government

Do not outline the logo

Do not add drop shadows

Do not place the logo on complex backgrounds

Do not place the logo on backgrounds that do not provide significant contrast

Do not use the signal on its own.

LogoMisuse

So far, we’ve talked a lot about how best to use the logo. Here are a few examples of things we don’t do with artwork.

Why are we so strict about logo usage? Because consistency is the hallmark of a great brand—and an essential part of building equity for our new look.


ColorA single color can create mood in an instant—and a suite of colors can create a whole brand world. Our color palette is inspired by the relationship between our personality attributes—Purposeful, Fearless, Clever, Real—and helps us create a vibrant experience for our customers. The palette plays with intensity through an extensive set of tints and shades. Functionally, the broadness of our palette allows for flexibility across our business units and channels. Emotionally, it shows we are a standout brand with a bold sensibility.


ColorCore & accent

As extensive as our palette is, we can think of it in two parts.

First, our core palette, which features shades of the blue, green, and gray represented in our logo. These three shades are the foundation for our graphic motif and many of our custom illustrations, as well. The preferred colors that are used in our logo are denoted by a letter “V.”

Second, our accent palette, which introduces new hues into the palette and can be used to reinforce or highlight content. Think of it as a way to add emphasis in type, bring vibrancy to business unit communications, or simply as a great resource for producing custom infographics, icons, and illustrations.

V V

V

Core palette Accent palette


ColorSpecifications

All colors in our color palette have precise print, online, and on-screen (video and broadcast) color references, as shown on this page. Make sure to always use the exact color values listed here, and don’t use color references or values from files that have been converted automatically between color modes. Keep in mind some software programs do not consistently make accurate color conversions.

The AAA and AA ratings here represent WCAG 2.0 compliance for readability. The AAA rating represents ideal contrast in type; the AA rating represents good contrast. Please note that body copy cannot appear in any color combinations other than the ones marked as AAA or AA.

When matching our colors outside of the color modes listed here (e.g., embroidery applications), use the appropriate Pantone number as a target. Ask your printer for assistance when needed and always request a proof before going into production.

Blue 1Pantone 7694C97 M53 Y6 K54R1 G48 B100HEX 013064

AAA with whiteAAA with Blue 4

Green 1 Pantone 2266 C C63 M0 Y94 K68 R54 G66 B0 HEX 364200

AAA with white AAA with Green 4

Gray 1 Pantone 7546 C C36 M0 Y0 K89 R32 G46 B57 HEX 202e39

AAA with white AAA with Gray 4

Orange 1 Pantone 7623 C0 M100 Y82 K48 R134 G9 B15 HEX 86090f

AAA with white AAA with Orange 4

Teal 1Pantone 3165C100 M16 Y33 K66R1 G70 B86HEX 014656

AAA with whiteAAA with Teal 4

Magenta 1 Pantone 7652 C40 M94 Y0 K50 R80 G26 B84 HEX 501a54

AAA with whiteAAA with Magenta 4

Blue 2 Pantone 2384 C92 M44 Y5 K14 R0 G97 B160 HEX 0061a0

AA with white

Green 2Pantone 370 C C55 M0 Y100 K32 R105 G125 B0 HEX 697d00

AA with white

Gray 2 Pantone CG 10 C0 M0 Y0 K75 R102 G102 B102 HEX 666666

AA with white

Orange 2 Pantone 1665 C0 M81 Y100 K0 R207 G69 B32 HEX cf4520

AA with white

Teal 2 Pantone 7717 C97 M0 Y47 K19 R0 G133 B126 HEX 00857e

AA with white

Magenta 2Pantone 2425C38 M100 Y10 K24R135 G0 B102HEX 870066

AA with white

Blue 3 Process Cyan C100 M0 Y0 K0 R0 G159 B227 HEX 009fe3

Green 3 Pantone 382 C24 M0 Y100 K0 R190 G215 B51 HEX bed733

Gray 3 Pantone CG 7 C0 M0 Y0 K45 R153 G153 B153 HEX 999999

Orange 3 Pantone 144 C0 M50 Y100 K0 R239 G130 B1 HEX ef8201

Teal 3 Pantone 326 C75 M0 Y43 K0 R0 G178 B170 HEX 00b2aa

Magenta 3 Pantone 674 C30 M99 Y0 K0 R198 G87 B155 HEX c6579b

Blue 4 Pantone 2905 C C45 M0 Y6 K0 R125 G204 B245 HEX 7dccf5

AAA with Gray 1 AAA with Blue 1

Green 4 Pantone 2281 C15 M0 Y46 K0 R220 G231 B162 HEX dce7a2

AAA with Gray 1 AAA with Green 1

Gray 4 Pantone CG 3 C0 M0 Y0 K25 R200 G200 B200 HEX c8c8c8

AAA with Gray 1

Orange 4 Pantone 2005 C0 M16 Y61 K0 R255 G219 B125 HEX ffdb7d

AAA with Gray 1AAA with Orange 1

Teal 4 Pantone 7471 C42 M0 Y18 K0 R126 G221 B211 HEX 7eddd3

AAA with Gray 1 AAA with Teal 1

Magenta 4 Pantone 531 C3 M29 Y0 K0 R225 G197 B222 HEX e1c5de

AAA with Gray 1AAA with Magenta 1


Redefiningwhat’s possible

Viasat Aviation


Viasat Aviation

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With Viasat, your internethustles

Viasat lorem ipsum

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1993Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis

2017Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a.

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Cum sociis natoque penatibus et magnis dis parturient montes,


Viasat Aviation


Viasat Aviation

ColorIn use

Using color is all about design preference. While there are certain rules around legibility and accessibility that we must follow, we have freedom to use color to accent applications and audiences of all kinds.

Think about your audience—what they need, want, and expect—and choose colors appropriately.

Avoid background colors that are the same as Triangle 1 , or colors that don’t provide sufficient contrast.


TypeA picture may be worth a thousand words, but a single word is still a pretty powerful tool. Our display, text, and system fonts have all been selected to tell our story in ways both subtle and bold. Our display font, Uni Neue, complements the approachable yet smart qualities of our logotype. Our text font, Source Sans Pro, is an open-source selection that is legible, clear, and global (just like us). And our system font, Arial, is accessible and approachable—an easy-to-use, on-brand tool when our display or text fonts are not available.


Display font Text font

Uni Neue Source Sans ProUni Neue Book

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Uni Neue Bold


Uni Neue Heavy


Source Sans Pro Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Source Sans Pro Light Italic


Source Sans Pro Regular


Source Sans Pro Regular Italic


Source Sans Pro Bold


Source Sans Pro Bold Italic


TypePrimary fonts

Uni Neue is our display font, which we use for large copy or headlines. It is approachable and warm, complementing our logotype without directly mimicking it.

Source Sans Pro is our text, or body copy, font. It’s a neutral yet flexible font that works across B2B, B2C, and B2G markets. It’s legible onscreen and in print, and works in a variety of sizes and weights. It’s open source (which is a nice bonus) and supports a large range of languages beyond those that use the Latin alphabet. It’s available in three weights, shown here.

You may only use the weights shown here.”


System font

ArialArial Regular


Arial Italic


Arial Bold


Arial Bold Italic


Arial Black


TypeSystem font

Marketing professionals producing materials for print or web use should always use the appropriate Viasat display and text fonts.

However, many of our communications will be created without professional graphics software, or for media that offers less control over type. Examples include email newsletters, PowerPoint presentations and online applications.

In these cases, Arial should be used as a substitute. It’s included as a default font in most browsers and operating systems. Arial Narrow is not acceptable for use as a system font.


Style Font Size Leading Example

Display headline

Uni Neue Book Uni Neue Bold Uni Neue Heavy

Tracked to -10

≥60 pt Font size x1.2 Lorem ipsum

Headline Uni Neue Book Uni Neue Bold Uni Neue Heavy

36 pt 40 pt Adipici eius magnaSubhead Uni Neue Book 14 pt 18 pt Lorem in plit adipici as eius magna sed risus tempor.Body subhead Source Sans Pro Bold 9.5 pt 13.5 pt Ovidelit alitas mod expelita del illuptassit

Body Source Sans Pro Regular 9.5 pt 13.5 pt Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam et lacus eget augue eleifend auctor. Morbi tristique velit non enim.

Body bulleted/ numbered list

Source Sans Pro Regular 9.5 pt 13.5 pt • Lorem ipsum dolor sit amet consectetur adipiscing tristique velit non enim

Table head Source Sans Pro Bold 9 pt 12 pt Lorem ipsum dolor sit amet

Table text Source Sans Pro Regular 8 pt 11 pt Aliquam et lacus eget augue eleifend auctor. Morbi tristique velit non enim.

Quote Uni Neue Book 16 pt 20 pt “Sed mattis, neque eu vulputate bibendum, nunc dolor commodo felis, ac ultricies.”

Caption Source Sans Pro Regular 7.5 pt 10.5 pt Sed mattis neque eu ibendum nunc dolor commodo felis, ac in sit amet eros nibh.

Footer and folio Source Sans Pro Regular 7 pt 10 pt Document title XX (page number)

Small type ≤8 pt Subhead and Body styles: 8pt to <20pt Display type and large headlines: ≥20pt

Leading: font size +3Example: 8 pt type gets 11 pt leading

Leading: font size +4Example: 9.5 pt type gets 13.5 pt leading

Leading = font size x1.2Example: 60 pt type gets 72 pt leading

TypeHierarchy

This chart demonstrates the basic hierarchy we use when laying out type to ensure clear presentation of information. This hierarchy is meant for print and digital marketing, and not for web and app development/design.

Here are a few simple rules to identify leading (line-spacing) for content:

› For type under 8 pt, we determine leading by adding 3 to the font size

› For subheads and body types, we add 4

› For display type or large headlines, we multiply by 1.2


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Body subhead source sans bold 9.5/13.5Nullam et massa urna. Suspendisse a neque rhoncus, ullamcorper elit ut, aliquet lorem. Sed ultricies turpis orci, quis porta ullamcorper neque sit amet dolor rutrum sodales. In ante enim, ultrices in orci sed, vulputate laoreet nibh. Aenean sollicitudin imperdiet pellentesque dictum. Proin consectetur mi velit, nec mattis sapien aliquam pulvinar.

Footer text document title 3

Headline uni neue book sentence case 36/40Subhead uni neue book sentence case 14/18. Lorem in plit adipici as eius magna sed risus tempor.

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Table head 9/12 Table head Table head 9/12

Table body source sans regular 8/11 000 Table body 8/11 - centered

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000 Proin rutrum felis

lorem ipsum dolor sit amet consectetur posuere00 Etiam sagittis felis

Display headline uni neue book 70/84 sentence case -10track

Headline SubheadBody subhead / Body / Body bulleted list

Display headline FooterTable head / Table text Quote / Caption Folio

TypePrinciples in use

To keep our print documents consistent, we follow a few principles when using typography in layouts.

This example spread shows our principles in action, along with the type treatments outlined on the previous page.

› Use only approved Viasat fonts: Uni Neue (display) and Source Sans Pro (text).

› Set headlines in sentence case. Government headlines may be set in all caps.

› Set tracking to -10 for display headlines; set tracking to 0 for text copy.

› We prefer to align all copy flush left.

› Use our typographic hierarchy to prioritize information.

› Use Gray 1 for body copy on white backgrounds whenever possible.

› Use italics sparingly, for emphasis or punctuation only.

› Use color for display headlines, subheads, pull quotes, and table headings.

› Do not use the Viasat logo in body copy. Instead, set the word

“Viasat” in the same font as your copy. Be sure to capitalize the V, but not the S.


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Lorem ipsum dolor sit amet, interdum sollicitudin condi mentum. Nullam semper, null suscipit sodales magna lacus aliquam.

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L o r e m i p s u m d o l o r s i t a m e t ,

i n t e r d u m s o l l i c i t u d i n c o n d i

s u s c i p i t s o d a l e s m a g n a .

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Headline Lorem Ipsum Dolor Sit

Lorem ipsum

Do not set display headlines in Source Sans Pro, or body text in Uni Neue

Do not set text fully justifiedDo not use type in color with

Do not use extreme tracking or leading

Do not artificially expand or condense text

Do not use multiple colors to highlight body copy on the same page

Do not outline type Do not add drop shadows

TypeMisuse

So far, we’ve talked a lot about how best to use type to express the brand. Here are a few examples of things we don’t do with our family of fonts.


Graphic motifWe are committed to connecting the world—and our graphic motif is a helpful tool for telling that story. The motif does the job of bringing dynamism to the visual system, using color, structure, and geometry to consistently tell our multi-layered story. It reinforces themes of amplification and technology, and clearly links back to our logo and color palette while lending a sense of balance to layouts. Engineered and precise, it expresses a sense of accuracy and intelligence that complements our more approachable visual elements.


Core motif

Core motif

Core motif with solid lines

Core motif with solid linesCore motif with dashed lines

Core motif variations

Graphic motifCore motif

Our core motif is your go-to for applications. It represents the sharing of data—and our commitment to connecting the world. The core motif is available in three variations: the core motif, core motif with solid lines, and core motif with dashed lines. Use your discretion and preferences when choosing which of the three to use. Typical usage has the core motif bleeding off of 2 sides of the format, but may be anchored to an edge and bleed off of 3 sides.

When placing text on top of the core motif, avoid using the solid line or dashed line versions as this may limit legibility.


Core color variation

Core color variation

Core color variations

Graphic motifCore color variations

There are three color variations of the core motif.

Please note that the motifs can be used as is or with solid or dashed lines. Feel free to use type on top of the core color motifs (without solid or dashed lines). The motif is not used in any other colors.


Transparent color variations

Core multiply variation

Blue transparency variation

Transparency variationGreen transparency variation

Graphic motifTransparent color variations

There are also two types of transparent motifs, which sit on top of photography to create a unique interaction: a multiply effect variation and a transparency variation.

Any of the core motifs can be used with a multiply effect over images to mimic the effect of a transparency.

The transparency motifs do not carry solid or dashed lines, and they only appear under type if there is sufficient contrast. Government communications only carry the blue variant; all other communications can carry either the blue or green variant.


Linear motif - Color

Linear motif - Gray

Linear motif variations

Linear motif - White

Linear motif - White/Gray

Linear motif - Color

Linear motif - White

Graphic motifLinear motif

The linear motif is more graphic in nature. The linear motif interacts with objects in photography, especially devices, to communicate a data stream or connection.

The first and second variants feature Green 3/Blue 3, and Gray 1/Gray 4 and can be used on images or dark color backgrounds.

The third and fourth motifs are White and White/Gray 3, and appear only a solid color backgrounds.

The linear motif follows the same proportions rules as the core motif, but is able to be scaled, positioned and rotated as needed for the application.


Configurations

Graphic motifSample configurations

Here are a few examples of how to configure the motif, all of which follow the positioning and proportion rules. These are yours to use.


ImageryEvery image tells a story. Our library of photography has been specially built to help us tell the right story, in a way that is both inspiring to our customers and appropriate for our markets. These images are available for your use but, more importantly, they serve as inspiration for selecting and shooting new photography.

Images of Viasat branded products and satellites are also available. Get the high resolution files at the Viasat Retailer Portal at marketing.viasatretailersupport.com


ImageryConsumer

Residential images are bright, naturally-lit, and feature moments of ease and joy. We seek to capture moments of connection, between individuals or between people

and their devices. Reach is a big part of our residential story, so images should feel expansive and inspiring with images that balance rural landscapes with urban ones.


Pre-Approved Materials & Contact InfoFor pre-approved marketing materials you can use immediately, visit marketing.viasatretailersupport.com. Questions about our brand? Reach out to our retailer approval team for clarification:

[email protected]

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